According to the Internet Usage Observatory of Médiamétrie, the number of online shoppers in the third quarter of 2022 is 42 million, or 80% of internet users aged 11 and over. On average, 47.6 million internet users (75% of French people) have visited at least one of the sites and/or applications from the Top 20 each month. This figure is stable compared to the previous quarter but represents an increase of 900,000 visitors compared to the same period last year.
Changes in the Top 20
There were few changes this quarter in the top 20. However, Rakuten stands out with Airbnb as it is making the biggest progress in the rankings, reaching 12th place with more than 10.3 million unique visitors per month.
The mobile revolution is in full swing! An overwhelming majority of the top 20 websites are seeing a surge in mobile traffic. A staggering 15 out of 20 sites have mobile visits accounting for more than 70% of their total audience. Leading the pack is Vinted, with a phenomenal 9 out of 10 visitors accessing the site via their mobile devices. It’s clear that consumers are turning to their mobile devices more and more when it comes to browsing and shopping online.
Online Marketplaces in France
Marketplaces are becoming increasingly popular in France. According to a report by the Fédération du e-commerce et de la vente à distance (FEVAD), marketplaces such as Amazon, Cdiscount, and La Redoute accounted for 45% of ecommerce sales in France in 2020. This is a significant increase compared to previous years, as marketplaces continue to gain market share in the French ecommerce market.
As a result, more and more retailers are choosing to sell their products on marketplaces in order to reach a wider customer base and benefit from the increased visibility and trust that these platforms offer. Additionally, marketplaces are often seen as a cost-effective way for small and medium-sized businesses to enter the ecommerce market, as they do not have to invest in building their own online store or marketing their products.
Black friday 2022 in France
Consumers are increasingly attracted to Black Friday 2022, and this is particularly true for the under 50s (80% of intentional shoppers), as well as people living in urban centres (75%). The main motivation mentioned for Black Friday: 55% want to take advantage of the exceptional promotions on the internet. The survey also reports that 21% say they opt for this digital event to « look for bargains in difficult times », while another 7% from rural areas turn to the internet because they cannot access physical shops. Online shopping is therefore growing significantly thanks to the incredible phenomenon of Black Friday!
